A prominent member of Jasper's LGBT community was recently elected to join Canada's only LGBT tourism industry association.
Uwe Walter, who works for the Fairmont Jasper Park Lodge, was elected to join Travel Gay Canada's board, an organization that promotes LGBT travel across Canada.
“It puts Jasper on the map,” said Walter, who is also the co-chair of the Jasper Pride Society. “Even though I was there on behalf of the Fairmont Jasper Park Lodge, I obviously have a personal connection to this cause, which is very dear to my heart.”
In his new role he will help direct the efforts of the organization to promote Canada, as well as Jasper, as a safe, open and LGBT friendly travel destination.
Tourism Jasper and the Jasper Pride Society also recently joined the organization. The Fairmont Jasper Park Lodge has been a member for several years.
Jörg Michel, the executive director of the Jasper Pride Festival, said joining Travel Gay Canada will help enhance Jasper's reputation as a LGBT friendly tourism destination year-round.
“The idea is to obviously make the festival known across Canada, but to also make Jasper a year-round destination that's known as a very embracing and friendly place to visit for LGBT travellers,” said Michel.
Kyle Harms, director of marketing and communications for Tourism Jasper, said the organization has been actively promoting Jasper as a LGBT friendly destination, but there's still a lot more work to be done.
“We are looking to continue to grow the reputation of Jasper amongst the LGBT community and we have been very successful at doing so in our own backyard, Edmonton, Calgary and even this year it's starting to feel like we're gaining some traction in B.C., but we're not done yet,” explained Harms.
“There's a whole other part of Canada that we need to reach out to and we need to find ways to engage with. So our partnership with Travel Gay Canada was one of our many ways that we're going to try and begin working nation-wide to establish Jasper as a safe travel destination for the LGBT community.”
Tourism Jasper joined Travel Gay Canada late last year and according to Harms it is still figuring out how best to leverage their new partnership.
“There's a thousand different avenues to market something, but one thing we've learned with marketing to the LGBT community is getting in with the right organizations is very important and that's one of the main reasons that we've established this relationship and continue to try and figure out how we can both help each other.”
Tourism Jasper recently added an entire web page on its website dedicated to the LGBT community. And Tourism Jasper's official visitor guide also includes two pages that talk about the Jasper Pride Festival and what people can do when they come to Jasper as an LGBT traveller.
According to Colin Sines, president and executive director of Travel Gay Canada, market research indicates Canadian LGBT travellers spend $8.5 billion annually on travel and 49 per cent of those travellers spend those dollars in Canada.
Breaking those numbers down, he said the average LGBT traveller spends about $1,100 per trip, per person, and travel four or five times a year.
“The potential is huge,” said Sines. “Canada is a desirable LGBT destination on the global market and I think Jasper and the mountain properties have an edge because most of the world knows about the Canadian Rocky Mountains.”
By joining Travel Gay Canada, organizations not only reach a national audience, but they are also able to reach an international audience through the organization's partnership with International Gay & Lesbian Travel Association.
“Partnerships are what it's all about, not just in the LGBT market, but any market, because with partnerships you become stronger, you accomplish more and everyone is able to achieve the same goal,” said Sines.
Paul Clarke [email protected]
